MKTG 410 Midterm Exam

The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.
The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand.
The desire and ability of two or more parties to exchange something of importance with one another.
The customer’s perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it.
The amount of funds invested by the shareholders of a company in promoting its product portfolio.

client.
illustrator.
full-service agency.
advertising agency.
media organization.

people
place
package
print
privilege

Federal Trade Commission
Federal Communications Commission
Better Business Bureau
World Trade Organization
Chamber of Deputies

self-regulation is viewed as a way of limiting government interference in advertising.
all clients and agencies are affected by voluntary self-regulation.
self-regulation does not require interaction between an agency and a client.
self-regulation results in even more stringent regulations than what state and federal agencies want.
it is simple and less time consuming.

It is a process of varying the width of the product range with the company to modify the return on investment of the company.
It is a process which calculates the percentage of loyal, impulsive, need-based customers, and wandering customers for a particular product.
It is an intangible asset of added value or goodwill that results from the favorable image and/or the strength of consumer attachment to a company name.
It is the process of taking help from commercial market research agents to conduct a thorough market research before entering a market with unique products.
It is combination of using print, guerilla, broadcast, and outdoor advertising to promote a company’s products.

Source
Message
Comprehension
Channel
Type of message appeal

divides a market into distinct groups that have heterogeneous needs.
divides a market into distinct groups that will respond similarly to marketing actions.
offers one version of the product to all markets.
creates products for several markets that have independent needs.
positions products in the minds of prospects and customers.

easier it becomes to measure advertising effectiveness.
more difficult it is for competitors’ advertising to be effective.
easier it is to measure the advertising-sales response function.
lesser the funding needed to meet advertising goals.
more difficult it is for a competitor to use competitive parity budgeting.

the reason a company spends money on advertising and promotion is to sell its products or service.
the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service.
the primary role of an IMC program is to communicate.
objectives should be based on the achievement of communication objectives.
they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.